OFFER · Sales-page offer section, Perfect Webinar Stack block, VSL minutes 12-18, OTO offer page.
Brunson Stack Slide script template
The Stack Slide is the moment on a sales surface where the offer becomes math. Three to seven components, each with a name, a one-line role, an anchor price, and (in long form) a brief description. Sum the anchors, then reveal the actual price. Done honestly, the delta between sum and price is the value proposition in dollars.
Verified · editorial policy
The 4 blocks
Block 1
Component name
Purpose: The component is a real piece of the offer with a brand-able name.
[COMPONENT NAME]
Slot guidance: Brand-able does not mean inflated. 'Stripe Webhook Setup Walkthrough' is a real component; 'The Velocity System' attached to the same content is not.
Block 2
Role in one line
Purpose: What the component does for the customer in plain language.
[VERB] [SPECIFIC OUTCOME] using [SPECIFIC METHOD / TOOL].
Slot guidance: [VERB] = the imperative. [SPECIFIC METHOD / TOOL] = the actual delivery vehicle (video, doc, live call, downloadable). Vague descriptions kill the math.
Block 3
Defensible anchor price
Purpose: A price the component would carry as a standalone product or service.
Value: [$ANCHOR]
Slot guidance: Defensible = a price you would actually charge if this were the only thing you sold. Inflated anchors are the most common Stack Slide failure mode.
Block 4
Sum reveal + offer price
Purpose: After listing all components, sum the anchors, then reveal the actual offer price. The delta is the value proposition.
Total real value: [$SUM]. Today: [$OFFER PRICE].
Slot guidance: [$SUM] should be 3-10x [$OFFER PRICE]. Less than 3x looks like the offer is priced near retail; more than 10x looks like the math is inflated.
Worked example
Component 1: The Seven-Step Playbook (Video Walkthrough). Walks through each step from 'pin one real customer' to 'verified Stripe outcome'. Value: $X. Component 2: Weekly Office Hour. Live Brunson-Hard-Rule diagnostic on your live URL. Value: $X. Component 3: The Diagnostic Database. Searchable archive of every diagnosed page so you can pattern-match. Value: $X. Total real value: $X. Today: $49 / month.
Common failure modes
- Inflating anchors to make the delta bigger. Quality raters and savvy buyers spot this in seconds.
- Padding the stack with 8+ components. The longer the list, the less believable each anchor becomes.
- Using opaque component names ('The Velocity System') instead of describable ones ('Stripe Webhook Setup Walkthrough').
- Using identical anchors across components ($297 each). Real anchors vary by what the component would standalone-sell for.
Related Brunson terms
Frequently asked
- Should I show the math or just the result?
- Show the math. The Stack Slide is the moment the offer becomes believable; hiding the addition reads as 'trust me'. The summed line + offer line is the moment the reader does the value calculation themselves.
More offer-lens templates
Which template does your page need first?
The free 90-second Launch Diagnostic labels which Brunson failure mode your page hits — Wrong Person, Weak Offer, or Weak Belief — and tells you which template to fill in first.